Q] Raymond has successfully built its identity around ‘The Complete Man’. What was the insight that went into creating this brand legacy?
We are a 98-year-old brand, and in two years we’ll be celebrating our centenary. That’s the legacy in terms of time. Over this period of time, the brand’s advertising and connection with the Indian man have evolved every decade. The brand has stood for all aspects of the Indian man’s wardrobe, and has led the way in teaching him how to groom and dress himself. The heart of the brand lies in the product itself. Raymond is known for making one of the best worsted fabrics in the world, and later we evolved to make the best ready-to-wear garments. Now our latest entry, Ethnics by Raymond, is picking on the trend of ready-made ethnic wear brands.
The purpose of the brand has always been to get the pulse of the consumer’s needs from a product-angle first. The second part linked to this is the sense of fashion. Because apparel and fabrics are all about self-expression through your own styles and designs, the brand has stayed in touch with the ever-evolving designs, styles, and stitches. Finally, it’s how the brand communicates with the Indian man, and that is where the iconic, ‘The Complete Man’ campaign comes in.
Q] What has been the growth trajectory of the brand and its current standing?
I would not be able to share the second quarter results because we’re in a silent period. But in terms of the overall journey, we’ve had consecutive 6 to 7 quarters of growth. We’re on a strong transformation journey of building growth and operating the company by building the future of revenue.
Q] Please share insights on the communication and media framework that leads the consumer journey for Raymond?
The consumer journey today is far more complex than when we were brand managers some 20 years back. It was much more linear back then, but now it’s a crisscross. The consumer tends to explore, and the brand tries to track the discovery of various elements in the category. The consumer may shop online, or offline, may go online an return to offline. There are no clear formulae here.
You need to ensure that you are tracking the consumer journey and giving the right kind of communication input to the consumer at every stage of the journey, across the funnel. It’s a learning experience, and you are bound to have some hits and misses. We work with Madison, our agency on record, and define the target group and objective of the communication. Only after this, we find out the right platform through which you can reach the consumer.
Q] What is your take on the advent of technology and Martech integrations such as AI, AR, and VR into advertising, and how can it be of aid to brand communications?
AI is still developing, because I think one needs to experiment with it. Traditional media continues to have its own strengths and still provides the most cost-effective reach. But you’ll have to mix and match to find out the right media mix that works for you. One of the most important aspects in any category, no matter how the technology evolves, is getting the right insight.
What is happening with technology is that you are getting faster and better mediums to reach consumers. They give you better insights. Once you get that, you can reach consumers in a technology-driven way. But no matter the level of technological evolution, we are humans at the end of the day, and the only way we will react and connect with brands is through our feelings.
